The use of a will known testimonial (Lilli Gruber,  the anchorwoman of the  RAI 1 ) with in hand a dented bottle of plastic matter, tries to exploit a conditioned  visual  weak identity  by similarity (if you do this you  will be like Lilli Gruber, notorious ecological champion).   

The text within the image plays on a  semantic ambiguity ( In Italian "posa plastica" = sculptural attitude, or = action to place, in special containers,  of  objects in plastic). The first is a very cultural way of saying, but it can be undertood by near all people without  knowing the exactlied meaning of " plasticize ". T

he second is not immediately evoked, with "posa", voice of the verb "posare" (to lay down) instead of "metti" voice of the verb "mettere" (to put).   In the writing at the feet of the image it is proposed, besides the diversified collecting of  plastic objects, to do oneself photographed in "posa plastica" (in a plastic attitude),  with an object of plastic in hand, to send the photo to the Consorzio Recupero Plastica to become testimonial of the advertising campaign  (a  conditioned strong identity by similarity ).  

Since the actual propensity of the Italian young population, surely  photographic studios will have more to do. If then at least the photographated persons  will start to  place plastic  in its special containers (identity by temporal contiguity, or post hoc ergo propter hoc)  this advertising got useful.